Amazon ACOS and ROAS Statistics for 2026: Benchmarks by Category
The median Amazon Sponsored Products campaign runs at a 28.2% ACOS and a 3.55 ROAS in the most recent published sample, but the spread is huge: the typical low is 16.0% and the typical high is 63.1%. This page gathers ACOS, ROAS and TACOS benchmarks from agencies, tools and benchmark reports, shows where they disagree, and gives the break even math to judge your own numbers.
Key Takeaways
- Published median ACOS sits between 27% and 30%: 28.2% (WisePPC), 30.4% (AdBadger) and 27.2% in a seller panel cited by MDS.
- ACOS and ROAS are two views of one number. ROAS equals 100 divided by ACOS, so a 28.2% ACOS is a 3.55 ROAS.
- Category matters: mature TACOS ranges from 5% to 20% across categories, and ACOS from 13% to 38% in published ranges.
- New launches run hot: 40% to 80% plus ACOS in the first 60 to 90 days is normal (SalesDuo).
- Your break even is set by margin, not by a benchmark. Compare your ACOS to your own margin first.
What Is the Average Amazon ACOS and ROAS?
Short answer: Published medians put Amazon ACOS at roughly 27% to 30%: 28.2% ACOS and 3.55 ROAS across 69 managed accounts in Q2 2026 (WisePPC), and 30.4% overall per AdBadger.
WisePPC analyzed 69 actively managed accounts for the 90 days ending June 29, 2026, with 7 day attribution. The accounts all use a PPC optimization tool, so they are not a random sample of Amazon advertisers.
Sponsored Products metrics, 69 accounts, Q2 2026
| Metric | Typical low (Q1) | Median | Typical high (Q3) |
|---|---|---|---|
| ACOS | 16.0% | 28.2% | 63.1% |
| ROAS | 1.59 | 3.55 | 6.23 |
| Click through rate | 0.40% | 0.69% | 0.83% |
| Conversion rate | 2.30% | 5.85% | 10.04% |
| Cost per click, US only (19 accounts) | $0.51 | $0.82 | $1.22 |
Published median or average ACOS (percent)
The three medians use different samples and definitions. AdBadger gives no sample size, and the seller panel figure is cited without a link. We show all of them so you can see the range, rather than blending them into one number.
ACOS to ROAS Conversion
ROAS is sales divided by ad spend, and ACOS is ad spend divided by sales, so they are reciprocals. The table below is our calculation of ROAS equals 100 divided by ACOS, matching the 28.2% to 3.55 pair in the WisePPC data.
ACOS and the ROAS it implies
| ACOS | Equivalent ROAS |
|---|---|
| 10% | 10.0 |
| 15% | 6.7 |
| 20% | 5.0 |
| 25% | 4.0 |
| 28.2% | 3.5 |
| 30% | 3.3 |
| 35% | 2.9 |
| 60% | 1.7 |
A product with a 30% margin before ads breaks even at a 30% ACOS, which is a ROAS of 3.3. Our guide to ACOS versus TACOS shows how to set that target for each product.
ACOS, CPC and Conversion Rate by Category
EightX blended category benchmarks
| Category | Average CPC | Average conversion rate | Average ACOS |
|---|---|---|---|
| Electronics | $1.11 | 9.4% | 30% |
| Beauty and Personal Care | $1.18 | 13.4% | 31% |
| Health and Household | $1.42 | 13.2% | 36% |
| Home and Garden | $0.74 | 9.2% | 32% |
| Clothing and Apparel | $0.69 | 7.3% | 57% |
| Toys and Games | $0.83 | 13.1% | 26% |
| Sports and Outdoors | $1.00 | 9.2% | 31% |
| Pet Supplies | $1.23 | 13.6% | 31% |
| Food and Grocery | $0.56 | 13.7% | 23% |
| Books | $0.40 | 13.3% | 26% |
Published ACOS ranges by category
| Category | Xnurta range | Darkroom range (own clients) |
|---|---|---|
| Beauty and Personal Care | 18% to 28% | 20% to 35% |
| Electronics | 13% to 21% | 18% to 32% |
| Home and Kitchen | 15% to 27%, up to about 30% in Q4 | 15% to 28% |
| Pet Supplies | 20% to 32% | not reported |
| Clothing, Shoes and Jewelry | 22% to 38% | not reported |
| Supplements and Wellness | not reported | 25% to 45% |
| CPG and Grocery | not reported | 12% to 22% |
Pacvue Sponsored Products by category, Q2 2026 (published July 15, 2026)
| Metric | Highest | Lowest |
|---|---|---|
| ROAS | Electronics, 10.19 | Beauty and Personal Care, 3.13 |
| Cost per click | Health and Household, $2.18 | Clothing, Shoes and Jewelry, $0.55 |
| Conversion rate | Grocery and Gourmet Food, 36.7% | Home and Kitchen, 6.6% |
Categories rank differently across sources, which is the main reason to benchmark against your own history. The Sellics figure is from Q2 2020 and is shown only as the oldest data point in this set.
What Is a Typical TACOS on Amazon?
Short answer: EightX puts TACOS at 25% to 40% at launch, falling to 5% to 15% for mature products, with mature category ranges from 6% to 10% for books up to 14% to 20% for beauty.
TACOS is ad spend divided by total sales, paid and organic combined. EightX publishes lifecycle and category ranges.
Typical TACOS by lifecycle stage
| Stage | Timeline | Typical TACOS |
|---|---|---|
| Launch | Months 0 to 3 | 25% to 40%, up to 50% |
| Early growth | Months 3 to 6 | 15% to 25% |
| Growth | Months 6 to 12 | 12% to 20% |
| Maturity | Months 12 to 18 plus | 5% to 15% |
Implied mature TACOS by category
| Category | Mature TACOS |
|---|---|
| Books | 6% to 10% |
| Electronics | 7% to 11% |
| Pet Supplies | 8% to 14% |
| Food and Grocery | 8% to 13% |
| Sports and Outdoors | 9% to 13% |
| Toys and Games | 10% to 16% |
| Home and Garden | 10% to 15% |
| Clothing and Apparel | 11% to 18% |
| Health and Household | 12% to 18% |
| Beauty and Personal Care | 14% to 20% |
What ACOS Should You Target by Stage and Budget?
Short answer: SalesDuo's planning ranges are 40% to 80% plus at launch, 20% to 35% in growth and 10% to 25% for mature campaigns; keep your target below your break even ACOS.
Target ACOS by stage, SalesDuo
| Stage or category | Target ACOS |
|---|---|
| Product launch, first 60 to 90 days | 40% to 80% plus |
| Growth stage | 20% to 35% |
| Mature, profitable campaign | 10% to 25% |
| Competitive categories, such as supplements and beauty | 25% to 45% |
| Niche or lower competition products | 10% to 20% |
Break even example, SalesDuo
| Input | Value |
|---|---|
| Price | $40 |
| Profit before ads | $12 |
| Break even ACOS | 30% |
| Target ACOS | 20% |
| Orders per day | 5 |
| Maximum daily budget | $40 |
ACOS and CPC by Ad Format
Average CPC and ACOS by format, per Marknology via Karooya
| Format | Average CPC | Average ACOS |
|---|---|---|
| Sponsored Products | $1.20 to $1.80 | 20% to 35% |
| Sponsored Brands | $1.50 to $2.50 | 25% to 40% |
| Sponsored Display | $0.50 to $1.20 | 30% to 50% |
Attribution Windows Change the Numbers
The same campaign can report different ACOS depending on the attribution window. AdBadger describes Sponsored Products as 7 day attribution and Sponsored Brands and Sponsored Display as 14 day, and Intentwise notes Amazon Marketing Cloud can look back up to 28 days. WisePPC data above uses 7 day attribution. Read our write up on the Amazon PPC attribution problem and our guide to Amazon PPC portfolios for how to account for this when you compare numbers.
Sources and Further Reading
Every statistic on this page links to its original source. Figures were checked on October 24, 2026. Where sources disagree, we show both and say so.
- WisePPC, Amazon Sponsored Products benchmarks 2026
- AdBadger, 2025 Amazon benchmarking insights
- MDS, ACOS on Amazon
- Karooya, understanding Amazon ACOS targets 2026
- EightX, average TACOS benchmarks
- Xnurta, Amazon ACOS benchmarks per industry
- SalesDuo, cost of Amazon advertising
- Darkroom, Amazon advertising cost 2026
- Trellis, Amazon advertising benchmarks
- AmzScout, Amazon PPC benchmarks
- Intentwise, how Amazon attributes ad sales
- AdBadger, decoding Amazon PPC attribution
Keep Reading
- Amazon advertising statistics 2026
- ACOS versus TACOS: what is a good ACOS?
- How much does Amazon advertising cost?
- Amazon PPC management services
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